How to Use Social Media In-built Analytics for Improved Content Marketing

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Analytics is not frightening, rather it’s our friend to understand the market in a more effective way. They are not just numbers. They are insights about your business in a logical way. The more deeply you decode them, the better you serve your audience.

There are hundreds of analytics tools available, however, major social networks offer their own analytics platforms. In this article, we will discuss how to use Facebook Insights and Twitter Analytics for better social media marketing.

Facebook Analytics:

When it comes to Facebook, the scope is huge. But you need to keep a close watch on Facebook Insights regularly. Let’s dig deeper

Data: Understand your Facebook audience

Let’s go to the People tab of Facebook Insights. You can find a detailed report on your current audience. There are 3 segments: Your Fans; People reached; and People engaged. These three can be analyzed further to understand your fans better.

Your Fans tab refers to people who liked your page. Here you can find how many male and female fans you have along with their age group details.

People Reached tab gives you an insight into the reach of your campaign based on gender.

People Engaged tab shows you something similar.

Data: Understand what type of content resonates with them well

Now let’s move on to Reach tab. Here you can discover what kind of posts your fans like or dislike. This is one of the most crucial parts of Facebook Insights.

This graph talks about the likability of your Facebook posts. If you click on any point on the graph, it will redirect you to the post details for the given date. Which means you can see what post worked better for your audience.

Knowing what to do is essential but knowing what not to do would give you an absolute advantage. Next graph indicates the posts, which harmed your Facebook marketing. These are the posts that your fans unliked or hid from their timeline. Just click on the pointers and you will understand what not to post.

If you want to know more about what pisses your fans off, go to Likes tab. Here you can find detailed report for each day. Mark the days when you get more unlikes.

Click on the graph for the particular day to know what you did and how your fans reacted to it. Here, we can March 17 posts did cost the page 36 unlikes. Examine the posts and try not to give your fans further more reasons to unlike your page.

Insight: You will find out what type of content go well with your audience and what kind of post you should refrain from posting. Plan accordingly.

Data: What’s the best time to post

Facebook Insights offer an excellent graphical presentation on when your fans login to the platform. You can get data for every day and every hour.

Insight: As you can see 10 pm is supposed to be the peak time for the brand. It means that if the page admin posts at 10 pm, the post would reach 1,71,491+ people. However, one can look for other good but unusual time slots to post content on Facebook. For this business page, midnight would also work well, because more than 1 lakh fans get online at that time.

Twitter Analytics:

Twitter works in an entirely different way than Facebook. But like Facebook, Twitter too offers an in-built analytics tool. Let’s explore it and see how it can help you in better content marketing.

Data: Understand your Twitter followers

Your Twitter followers expect to hear from you. The more you tweet useful updates, the more they will help you send your messages across.

Here is a comparison of two months’ tweet history for a brand. You can see how the overall performance increased with more number of tweets.

If you’re wondering how to curate or create more effective content for your followers, you can have a rough idea from the Followers tab.

Here are the interests of your followers. So, if you tweet about these topics, your tweets are expected to perform better than the random unplanned ones.

Insights: Tweet regularly to get noticed on Twitter. And tweet relevant content for your followers.

Data: Understand what type of content resonates with them well

If you visit the Tweets tab of your Twitter Analytics dashboard, you will see a list of your tweets and their detailed performance. From here you can trace the posts that are going exceptionally well with your network.

This data is helpful to create better content for your Twitter community. Now if you click on any post from the above mentioned list, you can see a detailed report on impression with time, clicks and RTs.

Another way to quickly find the best and worst tweet type is, check the right hand side bar of the Tweets tab. You will find an elaborate report on RT, favorites, replies and clicks.

For example, this brand got 11 replies on Mar 25. If you check the content, posted on that day, you can find the tweets that did great work for you.

Insights: There are different content formats, but you need to see which one would suit your audience and how they react to different content formats.

Data: What’s the best time to post

From Followers tab, you can see your follower-base, based on their geographic locations. This graph shows that almost 33% of the followers are from USA and 6% belong to UK. You can schedule your tweets for these timezones for better results.

Insights: Tweet at the best time, when your audience can easily discover your tweets. If your timezone does not match with it, use scheduling services. Twitter too offers its own scheduling tool. Watch this space to know how to schedule tweets on Twitter itself.